U.S. Mass Consumerism in Transnational Perspective

doi:10.1017/CBO9781139021760.015

14 - U.S. Mass Consumerism in Transnational Perspective

Published online by Cambridge University Press: 05 June 2014

Emily S. Rosenberg

Edited by

Frank Costigliola and

Michael J. Hogan

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Emily S. Rosenberg: Affiliation:
University of California
Frank Costigliola: Affiliation:
University of Connecticut
Michael J. Hogan: Affiliation:
University of Illinois, Springfield

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Summary

A mass consumerist ethos – driven by particular styles of resource use, production techniques, and advertising methods – became one of America’s most important and controversial contributions to the world. Despite the global impact of American-style consumerism – on people and on international politics – accounts of mass consumerism and of U.S. international (or transnational) relations have only recently addressed their overlapping historical themes.

This essay examines several different topics that lie at the intersections of histories of mass consumerism and international relations. Within each, it highlights historiographies that bring a global, historical perspective to the spread of U.S.-style consumerism and to the changing relationship between mass consumerism and America’s global power.

First, however, a definition is in order. Mass consumerism arises from and propels not only a variety of economic relationships but also complex codes of aspirations and desires. I define mass consumerism as a mass-production and mass-marketing system that imagines an ever-widening abundance of goods within a culture that emphasizes buying and selling, desire, glamour, and flexible, purchase-driven identities.

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Type: Chapter
Information: America in the World
The Historiography of American Foreign Relations since 1941
, pp. 307 - 337

DOI: https://doi.org/10.1017/CBO9781139021760.015 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2013

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